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THE EXECUTIVE ISSUE N°37 | 2011

IS TELCO NOW A MEDIA BUSINESS?
02 › How Technology Enabled New Content 06 › Marketing and Distribution Excellence
Are More Important Than Ever

07 › Emerging Economies Might Leap Ahead of
More Developed Countries in Some Domains

09 › How Will You Adapt to Profit from New Opportunities?

Numbers May Drive the Business, but it’s Your People Who Drive the Numbers

Telecom Service Providers

Is Telco Now a Media Business?
There was a time when the product mix of many consumer-oriented Telecom Service Providers (Telcos) consisted primarily of voice telephony, voice telephony and voice telephony. In those days, most of the “content” (i.e. conversation) was created and produced by the consumer himself.

Part I: How Technology Enabled New Content
Just a few short years ago, Telcos focused on providing and operating a platform on which customers could interact with each other by talking. Creating content was far from Telcos’ core business. Customers paid a fee to use part of the platform. They were relatively free to use the platform in any way they wanted to, as long they stayed within legal boundaries.
3 Major Breakthroughs Over the last ten years, three major product breakthroughs happened in the telecom world, and they changed the environment completely: • Fixed broadband • IDTV • Mobile broadband These three changes have one thing in common: They made it possible for content generated by someone other than the user or customer to become very important.

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The Executive Issue 37 | 2011

Telecom Service Providers

Fixed Broadband: What business are we in?
With the arrival of the broadband internet the telecommunications network became a very efficient tool to distribute information and to entertain its users in a “one-tomany model”. This era of possibilities led to existential debates in Telcos about what role they wanted to play. What is our core business? Should we create our own portal website? Should we buy a media/internet/ gaming company? Telcos needed a different brand positioning to attract customers to their platforms and portals. are sold on the Telcos’ platforms via prices, communication and branding they did not control. The Telcos’ carefully constructed network became a busy content pipeline in which the Telcos themselves were largely invisible.

Where the money comes from today
Ten years after the fixed broadband internet boom, the majority of fixed internet profits for Telcos come from connectivity. Telcos looking for substantial sources of revenue growth are now targeting the two “next big things”: the media industry and the mobile broadband market.

Buying and selling over an “invisible” network
Suddenly, there was a whole new market place where Telcos had less than full control over the different players. And it was a market place where huge numbers of products and services

Fixed Broadband enabled all kinds of services by numerous providers. Telcos were primarily the conduits, not the content providers.

Te l e c o m Services Provider

For more information and registration, please visit www.mce-ama.com

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Telecom Service Providers

Interactive Digital Television (IDTV): Blurring borders in the Telco-media value chain
Traditional television is a one-directional stream: all audiences see the same thing at the same time. But IDTV brings interactivity by allowing users to view dynamic programme schedules, create their own programme guide, pause programmes, record them now or at a future date and time and view films on-demand. So, what role and opportunity does all of this make possible for Telcos? Traditionally, at least three key roles were needed in the media value chain to bring television content from the creators to the customer on his couch: The Producer, an Aggregator and a Distributor.

The “Traditional” Telco-Media Value Chain
Producer Aggregator Distributor

(Production House, etc.)

(Television Channel, etc.)

(Cable Company, etc.)

Subscription-based
content content

Advertising-based
content

Transaction-based

Others & Combinations
content content

Consumer
How the Traditional Model Worked: The Producer makes sure the content is captured and put into a format. The Aggregator groups different content together and makes it available for consumption by the end-user. Quite often, the Aggregator tries to sell advertising in and around the content. The Distributor enables the physical distribution to the house of the customer by cable, DSL, satellite, etc.

New players invading the market
The new IP-based technologies allow players from the different blocks to enter more and more into the space of the others. For example, Distributors often buy content directly from the Producer or the creator. Distributors then put the content on their platform and charge the end-users a one-off or a recurring fee. Over the last few years, completely new players have entered the space. These include content Aggregators on the internet, Telcos starting to distribute television, Aggregators selling telecommunication services and users creating their own content.

But a willingness by advertisers to pay “per eyeball” might increase when targeting improves. This blurring imposes real threats to existing players. But it offers opportunities for those with a clear and credible strategy and excellent execution of it.

Adjustment of strategy for advertisers
Advertising revenue streams are also impacted. Traditional advertising blocks become much less evident on the internet.

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The Executive Issue 37 | 2011

Telecom Service Providers

Mobile Broadband: A surge of business that is driven by applications
Industry experts predict that mobile broadband will become a 1.8 billion-subscriber market by 2012. The number of mobile broadband subscribers will pass the number of fixed broadband subscribers worldwide by then. Players in this market use a variety of strategies. Research in Motion (RIM), producer of the BlackBerry line of mobile email and smartphone devices, aimed its products at the B2B market, with e-mail as a key application. Now, the use of mobile broadband is expanding towards the consumer market. Companies like mobile communication service providers Nimbuzz and Fring position their platforms as an “all in one” solution. Not only do they allow access to social networking platforms, but they also include voice and texting services.

Who will drive the mobile broadband market?
With the iPhone, Apple launched a device that is suited for social networking among many other things. Apple created an attractive ecosystem for application providers. If offers a strong brand, access to large numbers of customers, an open platform and a generous remuneration policy. Such a model attracts lots of application providers. And the providers, in turn, make the product more attractive. The jury is still out on whether it will be the operators, devices manufacturers or application providers or a smart partnership between some of these who are going to drive the market. What type of brand will be the consumer’s choice? Whether you are in the operator, device or application business, it is vital to position yourself correctly and find the right partners in order to take your share of the profit of the mobile broadband boom.

Nokia proved that relevant applications are successful when it triggered 1 million downloads of its free navigation software in the first week after launch.

For more information and registration, please visit www.mce-ama.com

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Telecom Service Providers

Part II: Marketing and Distribution Excellence Are More Important than Ever
As a brand-strong and cash-rich industry, Telecom companies have always been at the forefront of aggressive communication tactics and strong brand strategy. With margins under pressure and new social media rising, a number of alternatives need to be considered in order to use marketing money in the most efficient way. the future is the trend of franchising in telecommunication retail. With a strong brand and good channel management, operators can: • Keep a strong presence in the market • Increase the motivation level of the workforce in retail shops, and • Avoid over-investing in “brick and mortar” stores with scarce funds that are highly needed elsewhere in the company. This enables—and requires—operators to concentrate on the major part of their marketing assets: the service portfolios and the customer experience.

Creating a consistent customer experience
One clear potential movement has to do with the distribution. By integrating a number of independent players, the operator can get better control of the whole customer experience. Another movement that is just beginning but that will grow further in

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The Executive Issue 37 | 2011

Telecom Service Providers

Part III: Emerging Economies Might Leap Ahead of More Developed Countries in Some Domains
There is one thing a developing economy operator does not have to worry about: Legacy. The combined forces of cheaper and more versatile technology together with booming economic (often double-digit) growth have created the potential for new and innovative service to arise.

New services opportunities
A good example is Mobile Money. Today, any bankers of e-Money professional will confirm that all technology components for Mobile Money are there and working. Several countries in Asia and Africa are already using the mobile network as a way to deliver e-Money or m-Money services. Together with international remittance, this creates a strong boost in the technologies and offers a business model that cannot be managed by operators in developed economies due to the legacy of the present ecosystems.

For more information and registration, please visit www.mce-ama.com

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Telecom Service Providers

What is the best role for your Telco?
The main drivers might have names like Diversification, Competitive Advantage or, Vertical Integration. But the following questions are more important than ever: • Which part of the value chain should I be in? • What are the monetization models now and in the future? • Is my branding/positioning future-proof? • With whom should I partner and how should I structure these partnerships? • How should my channel mix change? How MCE can help you
MCE understands the fundamental changes the telecommunications industry is going through. As you adjust your corporate strategy for changing market conditions, one of your biggest challenges may be re-orienting your people to implement the revised strategy. Our Associates are senior business leaders who understand business realities and know what works – and what does not work. With this approach MCE builds a unique solution that supports the implementation of your company’s strategy. MCE has worked with thousands of clients to help their people develop the new skills and frameworks they needed to implement a new strategy. We know where the potential pitfalls are, and how to resolve them. MCE can help you build and run a Corporate University in cooperation with the Board sponsor. And, we will translate the business needs into programmes, and then deliver them globally. For established corporate universities, MCE can play an advisory role to ensure alignment. For more information, please contact our Director of Custom Made Solutions, Patrick Faniel. Contact him at: Telephone: +32 (0)2 543.21.20 Email: [email protected] Or visit our website at: www.mce-ama.com To help you develop individual managers in support of a new strategy, MCE recommends the following workshops: Leadership for Senior Managers: How to Get Your Strategy Implemented throughout Your Organization. For details, visit: www.mce-ama.com/2154. The dynamics and fast pace of the new Telecom Service environment require cross-functional experts who can master complexity and go beyond traditional thinking. MCE’s workshop, The 5-Day Mini MBA for the Telecom Industry, prepares middle managers to move into more senior positions or into functions away from their base education. It equips them with the intellectual capital needed to excel as a high-performing manager in this fast moving industry. For details, visit: www.mce-ama.com/2298. Strategy Update for Senior Managers in the Telecom Services Industry. For details, visit: www.mce-ama.com/2359.

Mobile Broadband? Distributor? Fixed Broadband?

IDTV?

Aggregator?

Ring-Ring
Your All-Purpose Telco!
• • • •
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Entertainment? Internet? Mobile Services? Other Services?

The Executive Issue 37 | 2011

Telecom Service Providers

Part IV: How Will You Adapt to Profit from New Opportunities?
1. Adjusting your strategy to open up new revenue sources
Fifteen years ago, the vast majority of revenues of a Telecom operator came from fixed voice and access. More recently, mobile voice and fixed Internet services allowed operators to grow substantially. These changes required new investment. And they also increased revenues across the entire industry. As a result, Telecoms became a larger part of GDP. But today, voice and fixed Internet services are stagnating or declining markets in the developed world. And even revenues from television, network and system integration will someday begin to decline. As a result, operators have to look for alternative sources of growth. How MCE can help you
A shift in the business model requires more than just cosmetic changes to the organization and retraining your sales manager. Often, the environment has changed around the telecom operator, including the customer needs, the competitors and even sometimes the regulators. As you adjust your corporate strategy for changing market conditions, one of your biggest challenges will be to get your people to implement the revised strategy. Our Associates are senior business leaders who understand business realities and know what works – and what does not work. With this approach MCE can design and deliver a unique solution that supports the implementation of your company’s strategy. MCE has worked with thousands of clients to help their people develop the new skills and frameworks they needed to implement a new strategy. We know where the potential pitfalls are, and how to resolve them. MCE can help you build and run a Corporate University in cooperation with the Board sponsor. And, we will translate the business needs into programmes, and then deliver them globally. For established corporate universities, MCE can play an advisory role to ensure alignment. For more information, please contact our Director of Custom Made Solutions, Patrick Faniel. Contact him at: Telephone: +32 (0)2 543.21.20 Email: [email protected] Or visit our website at: www.mce-ama.com

Looking for new revenues
For substantial profit pools, Telecoms will have to take a look at other substantially large industries. Although some of the competitive advantages of a Telco might be useful in the utility business, most of these markets are much less open and deregulated, and they are facing environmental challenges.

Competing in a different game
Some Telcos use their websites and customer data to enter the advertising market. But is your Telco ready to take on the challenges of well-known, successful and agile social media companies, or maybe partner with them?

Focusing on strengths
Changing your business model requires thorough reflection on what you are currently good at. It also requires that you ask and answer some difficult questions: • How flexible is your organization? • How flawless are your people in implementing your current strategy? • How quickly can you get them to adapt to a new strategy?

For more information and registration, please visit www.mce-ama.com

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Telecom Service Providers

2. Play a leading role in partnerships and alliances
Even today’s large operators will not be able to buy and integrate all the players in the value chain. For this, strategic partnerships and alliances will have to be made in several directions in order for each player to maximize its added value.

Agreeing on objectives in advance
Those partnerships and alliances have to be managed in a careful and prepared way. Crucial issues like strategy alignment and execution need to be clear for everybody. Shared objectives -- whether short, medium or long-term – need to be established before entering into the partnership or alliance.

Finding the right mix of partners
A Telecom operator might want to establish closer ties with a technology provider, a content provider or even some software application vendors.

How MCE can help you
Moving up or down the value chain is not something that can be taken lightly. It will always require specific integration skills to make sure that the new people onboard will be aligned to the corporate strategy and that the people already onboard have the proper leadership skills. In this situation, managing your network of interested parties plays a major role in making sure your company positioning on the value chain is clear for everyone. MCE’s open enrolment workshop, Managing the Network of Interested Parties in the Telecom Service Industry - Stakeholder Management explores the stakeholder dynamics and offers insight in how Telecom service providers can position themselves to successfully lead the orchestration of networks. For details, visit: www.mce-ama.com/2293. Managing innovation is not something that happens by mistake. It is a clear and conscious process that even large organization leave too often to good luck or chance. Doing only “Product based innovation” is another potential mistake in a standard process industry. Innovation can also happen in other directions like platforms or channels. In a service based industry like Telecoms, innovation should be a clear part of the company’s basic processes. MCE can help your top-level and line managers identify the different directions innovation can take in Telco. Contact us to start a discussion on innovation. Patrick Faniel, Director of Custom Made Solutions. +32 (0)2 543.2120. Email: [email protected]. For individual development of managers, we invite you to participate in our open enrolment workshops. Evaluating Strategic Alliance and Partnership is for senior managers and executives who want the tools to evaluate strategic relationship changes. Visit www.mce-ama.com/2261. Launching and Managing Strategic Alliances and Partnerships helps senior managers identify and plan for the requirements of a successful partnership, including processes for clarifying responsibilities and resolving conflicts. For details, visit: www.mce-ama.com/2262. Managing Strategic Alliances and Partnerships is for all managers who are managing a joint venture, partnership or alliance with another organization. For details, visit: www.mce-ama.com/2247.

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The Executive Issue 37 | 2011

Telecom Service Providers

3. Rethink customer experience and loyalty
The experience Customers have with your Telecom Company has the potential to be a real differentiator over the longer term. This is especially true in markets where products and prices of different providers converge to more or less the same level.

The importance of day-to-day interactions
For your company, the differentiation opportunity might lie in how these products are brought to the customer. This includes response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. All of these day-to-day interactions strongly influence the perception and loyalty of customers. How MCE can help you
Implementing Customer Centricity is too often taken as a side-function of the marketing department. But centricity requires that all the “touch points” with the customer are taken as “Moments of Truth”. How often do you realize that a nice Telecom communication campaign is ruined by the poor experience in the shops or via the customer care lines? MCE can help you implement a customer recommendation survey in your company, unit, division or department. Depending on what you find thru customer recommendation research, we can identify what your company needs to do to focus more productively on your customers. This could include executive coaching, Customer Recommendation certification, development workshops or working with you to resolve the people problems around managing change. For details, please contact Patrick Faniel at +32 (0)2 543 21 20 or email [email protected]. To help you develop individuals in key roles in your company, our open enrolment workshop, Profitable Customer Centricity: How Do You Get There? is a practical overview of Customer Recommendation. It helps you understand the data from a Customer Recommendation survey. You will also gain insights into how to adapt your business unit, department or organization based on what the data indicates. We recommend the workshop for managers in finance, sales, marketing, operations, manufacturing and production. For details, visit: www.mce-ama.com/2196.

How do you know if your customers are loyal—or not?
Influencing these variables starts with measuring them. Measuring loyalty via a Customer Recommendation Score is an approach MCE knows well. It is a handy metric for pointing to actions that can bring an organization as a whole to customer centricity. It is also a tool that can be used at the level of the brand, and also at the level of the product or a specific interaction.

How Do You Get Your Customers to Recommend You?
For answers, visit: www.mce-ama.com/customerfocus2011

Churn measurement is an effective way to monitor the performance of your company. Loyalty indicators can also include “hard” elements like long-term contracts and discount schemes.

Listen to online customers, too
Regardless of the method you use, you need to listen to what your customers tell you. Listening is central to learning, improving and engaging with them. Social media websites— where customers exchange views about services and experiences with a company—can give you an “unedited” view of customer opinions. On such websites, an anonymous customer can have a huge impact, both positively and negatively.

For more information and registration, please visit www.mce-ama.com

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Telecom Service Providers

4. Retail Marketing and Sales in the Telecom Industry:
Regardless of what you call your strategy, it comes back to defining your Customer Value Proposition. Broadly speaking, there are four types of Value Propositions (see chart). But experience tells us that the “In-Between” is very likely to be a shrinking market.

Value Priced Offer - Superior Product Offer – Custom Made Solutions
working. Often, it is because the old ways of doing things haven’t changed. The company may not have changed the way it leads and manages the people in the business.

Change your strategy to adapt to changes in your market
Companies in mature markets, such as those in Europe and North America, are moving out of an “In-Between” Offer. They are either moving into a Value-Priced Offer, Premium Offer, or into Custom-Made Solutions. In Telcos, the “In-Between” strategy involves basic telephone, Internet and TV services. Providing packages of services bundled together, extra content and other interactive features moves into a Premium Offer strategy.

What has changed in Consumer Markets?
What are the new challenges? For details, go to: www.mce-ama.com/B2C2011
How MCE can help you
As you define your customer value proposition, you also need to take another step. Check that your complete distribution policy is in line with the positioning. Is it also in line with what your retail partners see about you and your offered services? MCE invites you to participate in these workshops: Retail Marketing and Sales in the Telecom industry. We will help you fine tune your distributor’s proposal. For example, we will take a closer look at a franchising trend in Telecom distribution that allows you to increase the company’s reach without requiring heavy funding. For details, visit: www.mce-ama.com/2340. Product Management in the Telecom Industry offers participants a clear view of product marketing management basics and provides a set of tools to help them plan and implement their product management strategy. For details, go to: www.mce-ama.com/2339.

Involve everyone to deliver on the new strategy
It is easy to announce a customer value proposition. It is hard to reconfigure the processes, manage change and lead people to deliver on that value proposition. The customer value proposition deeply impacts every part of your business. Managers consistently underestimate this. They may ask why the new strategy is not

VALUE PRICED OFFER “IN-BETWEEN” OFFER

CUSTOMMADE SOLUTIONS PREMIUM OFFER

What is my Customer Value Proposition in

Consumer (B2C) Markets?

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The Executive Issue 37 | 2011

Telecom Service Providers

5. Differentiate your Customer Value Proposition in B2B:

Value Priced Offer - Superior Product Offer - Custom Made Solutions

The trend of “on-demand” services offered in a flexible and agile way is now clearly established in the B2B world. It is definitely here to stay.

Evolving into an “all-in-one” service provider
Generally, businesses and most corporations do not want to see their precious funds invested in fixed infrastructures or expensive nonproductive software assets. This is also true for Telecom operators. They can gradually evolve into all-in-one service providers. Telecom operators would offer a number of specific service components that are used on a need-to basis by their customer. The ASP (Application Service Provider) and SaaS (Software as a Service) models are two good examples of that evolution. How MCE can help you
Marketing and sales to B2B clients in the Telecoms world have undergone massive change. But there is still more change ahead if you are going to secure your territory. MCE’s Telco-experienced Senior Associates can work with you to analyze and recommend potential changes to strengthen your market position. We can also work with your B2B sales management and team to help them re-define strategies in the face of new competitors, continuous waves of new products and services, and changing customer expectations. To arrange a meeting to begin the discussion on these topics, contact our Director of Custom Made Solutions, Patrick Faniel, on +32 (0)2 543.2120, or email him at: [email protected]. As the industry is shifting in the value chain and adapting its business models, the Sales & Account Management functions in the Telecom Industry are gradually evolving to new roles and models. These need to be fully understood, not only by the sales team, but also by all the different actors in the value chain. MCE invites you to register for our workshop, The New Face of Sales and Account Management in the Telecom Service Industry. It will help you in defining a new relationship strategy with customers who are more and more versatile. For details, go to: www.mce-ama.com/2294.

What is your CVP?
Therefore, for the Telecom operator it is important to define where he sits in this value chain and define very clearly at the base of his strategy execution: What is my Customer Value Proposition?

What are the challenges facing B2B markets today?
As Europe’s economy recovers from the economic crisis, how will B2B enterprises adapt to changes in the marketplace? How will they compete with emerging global competitors who can do almost everything at a lower price?

To learn of the challenges and potential solutions facing B2B today, please visit www.mce-ama.com/b2b2011

VALUE PRICED OFFER “IN-BETWEEN” OFFER

CUSTOMMADE SOLUTIONS PREMIUM OFFER

What is my Customer Value Proposition in

B2B Markets?

For more information and registration, please visit www.mce-ama.com

13

Telecom Service Providers

Making Customer Care a Key Part of Your Strategy in the Telecom Service Industry
www.mce-ama.com/2296 3 Days Level: Senior and top managers, and upper-mid managers

What business issues are addressed in this workshop?
As one of the main contact points for customers/subscribers from service provisioning onwards, the customer care department has sometimes been seen as a place to minimize the cost of supporting the customer. At best, it is a means to sell him or her new services or contract extensions. But as “Service Provider 2.0” strategies rely more and more on Customer focus, loyalty management and recommendation mechanisms, it gets more and more important to move this central point of contact with the customer during his or her entire life at the company from a cost center to a means for improving the offering to the considered customer, as well as for improving the complete company portfolio.

Who is this workshop for?
Senior and upper-middle managers with several years of experience in the Operations and Customer care functions.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better able to: • Create a concrete, measurable plan to become a central point of a customer focused company • Explain value proposition to your people and other department in a way they can understand and act on it • Measure customer satisfaction and recommendations intention in a simple and effective way • Position the “Product Plus” portfolio in the solving the customer’s problem perspective • Implement or change processes that deliver value to your customers • Manage internal services to support customer-facing role

What are the major topics discussed in this workshop?
The Business Case for Customer Focus • Customer Focus vs. Profitable Customer Focus: Five Steps to Customer Recommendations as a driver of future revenues • Getting heard by the business • Customer emotion as an important decision driver • Aligning your people to the Customer Value Proposition

Building the Organization to Deliver • MCE Leadership Model for Aligning People • Communicating the customer strategy in a way people can understand, commit to, and act upon • Involving people in shaping the solution • Performance metrics • Processes and process improvement • Structure of the organization for optimal delivery of customer satisfaction • Leadership behaviour – walking the talk and getting people on board • Culture – incorporating customer focus into your values, behaviours, and eventually your organization’s culture Communicating Across the Organization • Communicating your customer plan to implement it effectively • Moments of truth in customer satisfaction • Creating an actionable journey – defining the experience and what it takes to deliver • What makes a good business story? • Building your customer plan – Action plan and peer feedback

For full details about this workshop, see:

www.mce-ama.com/2296

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The Executive Issue 37 | 2011

Telecom Service Providers

The New Face of Sales and Account Management in the Telecom Service Industry
www.mce-ama.com/2294 3 Days Level: Senior and top managers, upper-mid managers

What business issues are addressed in this workshop?
In the new customer-centric service oriented approach in a “Service Provider 2.0” world, you need to thoughtfully consider the new face of consultative selling. Corporations and businesses alike want to reduce significantly the number of partners and providers. They want partners and providers that are able to bring them cost-effective, “ready to wear” solutions that they can implement fast and flexibly ramp-up or ramp-down depending on their own business evolutions. New Key Account Managers need to be able to lead the way through the difficult process of ROI calculation for their customers while keeping an eye on the P&L levels for their own company. They also need to be able to manage the sales and the network together with other stakeholders who are also looking to maximize their share of the market. Sometimes these stakeholders can be partners, but at other times they are competitors.

Who is this workshop for?
Senior and upper-middle Sales managers with several years of experience in the Telecom service industry.

• Managing the Strategy • The Marketing Process • Case study part 1 Managing the Resources and Customer-Centricity • Corporate goals and strategies, markets (customers) and human resources • Evaluation process (grid) and templates for organizational situation analysis • Consultative selling techniques • Selling with Partners • Case study part 2 Leading the Team • Managing Performance (goal setting, incentive schemes, reporting) • Understanding key elements of performance management of individuals as part of the sales strategy execution • Elements of objective setting and connected incentive schemes, reporting tools and priorities • Case study part 3

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Identify ways to propose “Ready-to-wear Premium” offerings to your customers • Apply effective account management, consultative selling and ROI calculation techniques to your accounts • Manage the relationship over long term by keeping an eye on CAPEX and OPEX evolutions • Optimize products and service mix proposals while keeping an eye on a customer P&L level • Enlarge and enrich the service portfolios in order to grow the business profitably • Work effectively with other service partners and other stakeholders

What topics are discussed in this workshop?
Company, Marketing, Sales – Cascading the Strategy • External trends (customers, technologies, geographic...) • Role of Sales manager within company/industry context

For full details about this workshop, see:

www.mce-ama.com/2294

For more information and registration, please visit www.mce-ama.com

15

Telecom Service Providers

Stakeholder Management in the Telecom Service Industry - How to Manage the Network of Interested Parties
www.mce-ama.com/2293 3 Days Level: Senior and top managers, upper-mid managers

What business issues are addressed in this workshop?
Many parties are interested in the Telecom service evolution and the ways to create business out of it. This creates a highly dynamic environment where all stakeholders interact with and influence each other’s decision making process. As innovative solution offering will mainly come from partnerships in a “Service Provider 2.0” world, we will look into how to build win-win business models, organize research in cross organizational entities, maximize innovations and minimize risks and costs to ensure profitable results. This workshop explores the stakeholder dynamics and offers insight in how Telecom service providers are best placed to successfully lead the orchestration of networks.

Who is this workshop for?
General and Senior managers with several years of experience in boundary roles.

What are the major topics discussed in this workshop?
An Update on the Key Developments in the Telecom Service Marketplace • External trends (customers, technologies, geographic...) • Analyze parallel situations in other industries • Case study part 1 • Explore the marketplace of today and the likely scenarios for the next five years Define a Stakeholder Management Plan • Stakeholder Strategy setting • Long lasting partnership • Tactics for marketing together • Customer-centric strategy • Assessing emerging new models in Telecom service provisioning • Case study part 2 • Define current market approach vs. potential future collaborative approach Lead and Execute on Time • How to activate the network? • How to motivate stakeholders that are not part of your company? • What kind of KPIs can be used to steer and report to the board of your company? • Can we calculate the ROI of a partnership? • Case study part 3

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better able to: • Identify all stakeholders and realize the dynamics of interactions among them • Assign responsibility for the relationships with stakeholders in your company • Define critical success factors for successful relationships with stakeholders • Determine the criteria for selecting the right business model for your organization • Assess the specific role of key opinion leaders for your business • Align corporate communication with stakeholder interests • Organize and manage cross-organizational developments, balancing costs, risk and profits

For full details about this workshop, see:

www.mce-ama.com/2293

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The Executive Issue 37 | 2011

Telecom Service Providers

Profitable Customer Centricity: How Do You Get There?
www.mce-ama.com/2196 3 Days Level: Senior and top managers, upper-mid managers

What business issues are addressed in this workshop?
Companies need to make profits to survive. They also know they need to have happy customers to survive. Often, one thing comes at the expense of the other and there is a struggle in the company between those who are working on customer centricity and those who are managing for profits. There is a way to get both. Your company can achieve profitable customer centricity. The workshop helps senior managers in both finance and commercial functions reconcile the conflict between profits and customer centricity. The workshop also helps you decide how to implement customer centricity throughout the company – aligning people and using the right metrics to keep people focused on creating loyal, high-value customers that support the long-term financial health of the company.

Who is this workshop for?
Marketing, sales and channel Senior and Upper-middle Managers with several years of experience in Telecoms.

What topics are discussed in this workshop?
• • • • • • The Business Case for Profitable Customer Centricity The Net Promoter Score The customer journey What are the obstacles to achieving your vision? Leading the Organization to Deliver Planning for implementation

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Make a coherent and convincing business case for improving customer focus and customer loyalty in your company • See the link between customer loyalty and future financial performance • Integrate customer loyalty into your strategy • Get everyone interested in the voice of the customer and acting on it • Make the necessary changes in your processes and structure to support customer focus and create loyalty • Lead people in a way that motivates and enables them to focus on the customer • Measure success in a clear and straightforward way • Diagnose and address Customer Focus roadblocks • Find the people in your organization who are customerminded and give them more like-minded colleagues to gain critical mass • All of the above resulting in a more customer-focused culture

For full details about this workshop, see:

www.mce-ama.com/2196

For more information and registration, please visit www.mce-ama.com

17

Telecom Service Providers

The 5-day Mini MBA for the Telecom Industry
www.mce-ama.com/2298 5 Days Level: Middle managers

What business issues are addressed in this workshop?
More than ever before, the dynamics and fast pace of the new Telecom Service environment require cross-functional experts who master complexity and go beyond the silo thinking. This “Mini-MBA” program prepares participants to move into more senior positions or into functions away from their base education. Therefore participants are exposed to the core management disciplines a business leader in general should avail of and learn how the different functional disciplines can create synergy.

Who is this workshop for?
Managers who need to understand the changing business environment in the Telecom service industry and its crossfunctional impacts.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Develop an all-round view of how successful Telecom organizations operate • Understand the fundamental of a Telecom company’s core business disciplines • Know how to implement strategies effectively through people and different departments • Enrich your business know-how with methods and tools • Understand how general managers think and act • Improve your personal business understanding and career potential • Use the experiences and frameworks discussed during workshops for improving your own contribution and decision-making • Become an active contributor to the change process for your own company

5.

6.

What topics are discussed in this workshop?
1. 2. 3. 4. Introduction and case study presentation Telecom industry: past and present Technology outlook and service delivery platforms Strategy implementation and leadership º Mission, vision, strategy and business plans º Customer Value Proposition º Building the “strategy house” º Management versus leadership 7. 8.

º Strategy implementation framework º The leadership action plan º You as a leader º Leading in a changing environment º Innovation Marketing and sales: Defining a clear go-to-market value proposition º What is marketing? º Getting customer insights º Mapping the competitive landscape º Segmenting, targeting and positioning º Customer value propositions º Marketing planning: the extended marketing mix º Brand management º Multi-media marketing communication º Sales organisation and management º Channel marketing and distribution policies º Customer focus and measurement º Mobile Virtual Network Operators (MVNO) Managerial finance and accounting º Accounting and finance º Financial statements º Analytical tools for financial performance º Investment appraisals º Costing and pricing methods º Financial planning º Budgets as management tool Telecom’s (foreseeable) future and industry outlook Case study presentations and wrap-up

For full details about this workshop, see:

www.mce-ama.com/2298

18

The Executive Issue 37 | 2011

Telecom Service Providers

Product Management in the Telecom Industry
www.mce-ama.com/2339 4 Days Level: Middle managers

What business issues are addressed in this workshop?
If there is one key role in the marketing chain of command in the Telecom industry, it is certainly the one of the Product Marketing Manager. The Telecom industry has always been at the crossroad of providing a combination of products and services. The industry is now going to enter a totally new era in order to reinvent itself. And the product marketer can really make a difference. Even if you are not in charge of the company strategy and brand positioning, the decisions you make about the product attributes and pricing will have a direct impact on the company brand and value proposal. During this 4 day intensive workshop, the participants will get a clear view on the Product Marketing management basics—the seven building blocks. At the end of the workshop, participants will have a clear view and tools to use in creating their own Product Marketing plans and to bring them to successful completion.

Who is this workshop for?
Product and portfolio marketing managers responsible for defining and managing the product offering of a Telecom Service Provider and associated industries.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Understand the economics of a retailer (product focus, shelf space, etc.) • Manage your own channels and how to maximize traffic and revenues • Understand the different distribution channels and their specifics. • Motivate the channels and avoid fraud and other risks • Practice and understand the notion of “value selling” • Develop negotiation skills with retailers and their buyers • Prepare a retail channel action plan

What topics are discussed in this workshop?
Corporate strategy, Brand and Product Marketing • Marketing in the corporate context • Marketing: Setting the scene • The destination: setting marketing objectives • Case study part 1

Defining compelling Customer Value Propositions • Seven key building blocks: Insights, Segmentation, Brand, Value Proposition, Commercial amplification, Enablers and the Customer Journey • Each block will be detailed for a better understanding of the key principles • Key concepts and new concepts will be used, like value based pricing, new media, business process management • Case study part 2 Enablers: People Processes & Systems • Key capabilities: financial, leadership and project management • P&L principles • Marketing revenue equation • Business plan • ROI, ROCE • People dimension: left and right brain, influencing, leading • Project Management: principles, governance, tools • Case study part 3 Develop a Product Marketing Plan • Establish your Product Marketing Plan • Framework and example of a Product Marketing Plan • Briefing and coaching for the presentation • Final explanations and guidance

For full details about this workshop, see:

www.mce-ama.com/2339

For more information and registration, please visit www.mce-ama.com

19

Telecom Service Providers

Retail Marketing and Sales in the Telecom Industry
www.mce-ama.com/2340 4 Days Level: Upper-mid managers and middle managers

What business issues are addressed in this workshop?
The Telecom Retail Store is still one of the first and main customer “touch point” for the Telecom Service industry. As some channels are managed directly and some are being managed indirectly, motivating the staff, get the right “look and feel”, selling to the retailers and make sure that the products attributes are making it to the end customer are difficult challenges. There is nothing worse than having retails stores that are not reflecting what the websites or the adverts have promised in the whole Customer experience. During 4 intensive days, this workshops will get the basics right on how to sell to retailers but also how to mix products and services in the shops, negotiate with retailers and manage shelf space the most efficient way.

Who is this workshop for?
Marketing, Channel and Brand Managers responsible for managing the Retail chain in the Telecom service industry.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better able to: • Understand the economics of a retailer (product focus, shelf space, etc.) • Manage your own channels and how to maximize traffic and revenues • Understand the different distribution channels and their specifics. • Motivate the channels and avoid fraud and other risks • Practice and understand the notion of “value selling” • Develop negotiation skills with retailers and their buyers • Prepare a retail channel action plan

3. Negotiation skills for Telecom retailers º Questioning: techniques; golden rules; exercise º Listening: being perceived as listening; golden rules; exercise º Interpersonal styles (direct, conceptual, social, analytical); how to communicate better with each style; how not to communicate 4. Negotiating with different styles º Role plays º Case study part 3 º Develop a Telecom Retail Plan º Establishing your Telecom Retail plan º Managing People and processes (goal setting, incentive schemes, reporting) º Leading the team º Learning from mistakes º Case study part 4

What are the major topics discussed in this workshop?
1. Understanding the basics of Telecom Retail º Principle of Telecom Retail shops º Economics and KPI’s used to manage a shop º Principles of floor plan, shelves spaces, etc… º Defining a Telecom retail strategy º Case study part 1 2. Extend the Customer Value Proposition to Retail º Understanding the Customer Value Proposition º Extending your brand attributes to the retail shops º Value selling to retailers º Case study part 2

For full details about this workshop, see:

www.mce-ama.com/2340

20

The Executive Issue 37 | 2011

Telecom Service Providers

Strategy and Tactics to Become a Service Provider 2.0: Turning IP-based New Generation Network Challenges into Opportunities
www.mce-ama.com/2291 3 Days Level: Senior and top managers, upper-mid managers

What business issues are addressed in this workshop?
You have an idea on how your company should change to succeed, but you are not sure you have the full picture. And you certainly do not have time to think things through. You are looking for a sounding board and challenge from your peers and experienced business leaders. How can you translate some of those “Service Provider 2.0” concepts to your company and adapt or modify your strategy and tactics? How do some parts of this shift impact your company and your department? • The unbundling of the old integrated model • Different business units with their own P&L • The integration of new functions • The emergence of new stakeholders and sales channels Sound technology and investment in people have never been so challenging. It might be time to adapt the company culture and competencies. How do they fit in your corporate performance systems? What is the best way to communicate this to your people? The same applies to the new commercial functions, the partner managers, etc. This workshop helps you to realize how your department, your company is well positioned in this evolution and what actions you might have to undertake.

Who is this workshop for?
Senior and top managers and upper-middle managers with several years of experience in one or more functional areas in their companies.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better able to: • Adapt to the evolving Telecom service industry strategies • Manage the impact of the new business environment • Apply new approaches to company image/branding and trust • Select new Sales & Marketing approaches that really work • Deal with multiple stakeholders • Use your Customer Care and Operations centre as a source for improvements • Develop new skills needed for the new Telecom service environment • Develop plans to change and adapt your organization • Manage outsourcing

For full details about this workshop, see:

www.mce-ama.com/2291

For more information and registration, please visit www.mce-ama.com

21

Telecom Service Providers

Managing Innovation in the Telecom Service Industry Evolution or Revolution?
www.mce-ama.com/2295 3 Days Level: Upper-mid managers and middle managers

What business issues are addressed in this workshop?
Significant amounts of money and time are invested in developing products, solutions and technologies in the Telecom service industry that, for numerous reasons, failed to deliver the anticipated results. Some services might quickly become huge successes and some will not. But how do you know where to draw the line? What impact will your decisions have on your business strategy and market launch? How will customers perceive these new ideas? How do you manage the “perpetual beta mode”? How do you reduce time-to-market drastically? How can you develop in partnership with others?

Who is this workshop for?
Middle and upper-middle managers with several years of experience in sales, business and product development functions.

What topics are discussed in this workshop?
The Business Case for Customer Focus • External trends • Identify the new media and how they are used • Analyze parallel situations in other industries • Defining an innovation strategy • Case study part 1 Managing Innovation • Planning innovations and their implementations • Managing perpetual beta • Go through the “Make or buy”-decision • Shortening time-to-market • Case study part 2 Leading Innovation • Cascading the innovation plan across functional business units • Managing people and processes (goal setting, incentive schemes, reporting) • Leading the team • Learning from mistakes • Case study part 3 By the end of the workshop, you will have created a top-line action plan to better ensure that the changes you envision can become a reality in your business. The MCE Senior Associate will give feedback and recommendations at the conclusion of the programme.

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Differentiate between evolutionary and revolutionary service and product developments in the Telecom service industry • Assess potential for premium “Product plus” pricing of innovations in Telecom service industry • Identify areas of innovation beyond core products • Manage the perpetual “beta mode” and shortening product life-cycle • Develop through partnerships with other stakeholders • Choose when and how to make the build or buy decisions • Outsource innovation activities successfully

For full details about this workshop, see:

www.mce-ama.com/2295

22

The Executive Issue 37 | 2011

Telecom Service Providers

Strategy Update for Senior Managers in the Telecom Services Industry
www.mce-ama.com/2359 2 Days Level: Senior and top managers

What business issues are addressed in this workshop?
Significant trends are impacting the Telecom Services market today. These trends will profoundly change the business environment and companies cannot but adapt to these evolutions to stay ahead of competition or simply sustain. Confronted with these trends, senior management will need to challenge the current strategies and processes. They will have to adopt new business models based on customer-driven, innovative and sustainable development. The people within the organisation need to be prepared for the new approaches and managed through the changes it brings with it. In this briefing, participating senior management members will be exposed to the major global trends, different strategic concepts, customer-centric models and strategy implementation frameworks.

Who is this workshop for?
This briefing is designed for senior and top management in the role of responsible or adviser, confronted with the company, division or business unit strategy formulation and/ or execution or considering realignment of their organisation. Strategy managers or senior marketing managers reviewing their customer value proposition or make the company more customer-oriented.

What topics are discussed in this workshop?
The major trends which will impact Telecom Services companies in the near future • Exploring the major global trends • Impact of these trends on Telco companies in general • Lessons and opportunities for your own business Alternative core strategies to deal with the trends • Possible strategic options in the Telco market • Consequences of strategic choice for how the organisation is managed • Decide on your company’s customer value proposition(s) The new key prerequisites for success with strategies • Sustainable development • Innovation as a process • Key measurement for customer centricity Effective strategy implementation • Get people to buy-in to your strategy • Align people in the organisation • Manage people through change

What will you be able to “take away” from the workshop?
As a result of participating in this workshop, you will be better prepared to: • Gain insight from the current major global trends and take advantage of the impact they will have on the Telco business in the future • Expand your knowledge of optional strategic concepts and customer value propositions • Set-up processes for innovation and sustainable development • Turn a company into a customer-centred organisation and increase customer loyalty • Get people to buy-in to your strategy and manage them through the change

For full details about this workshop, see:

www.mce-ama.com/2359

For more information and registration, please visit www.mce-ama.com

23

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